Forget Commercials: Make a Good Craftsperson Video

This Alfred Dunhill leather case construction spot is one of the best "objects being made" videos I've seen recently, and I've sat through a lot. The recent rash of such videos makes it harder for good ones to rise to the top, as the videos take on a kind of sameness—shallow field of focus lovingly lingering on tools, poignant voiceover with a few piano chords in the background, off-center subject slowly coming into focus while staring earnestly into the camera—but this one gets right down to business and lets the work, and the sounds of work, do the talking:

"Objects being made" videos are not only good for making people aware of production, but when well-done, they're beneficial for sales: Within two weeks of release, this one reportedly led to a 500% increase in sales of the bag being shown, the $3,200 Tradition Double Document Case.